Foot Locker features in Australian-first ‘Snap Maps’ campaign

Kaycee Enerva

8 hours ago

Foot Locker has become the first in Australia use Snapchat’s Promoted Places, a feature that allows users to see the brand’s store locations and offers on ‘Snap Maps’ as they navigate their local areas. 

Developed in partnership with media agency Mindshare, the campaign aims to drive shoppers from digital discovery to physical stores during peak holiday season.

According to Snap, the activity reached four million local Snapchat users and generated more than 650,000 map interactions.

Ryan Ferguson, MD of Snap Inc ANZ, said retailers need to adapt to these changing consumer behaviours.

“As shopping journeys become increasingly shaped by creators, messaging, and recommendation-led discovery, the retailers that will win are those creating consumer-fluent experiences,” Ferguson said.

“Foot Locker’s campaign is a masterclass in how to seamlessly blend digital discovery with physical retail footprint.”

Laura Cobertera, digital marketing director at Foot Locker ANZ, said the campaign helped the retailer connect with the younger audience.

“This campaign proved that when we show up in the right environments with native, innovative formats, Gen Z responds,” Cobertera said.

“Activating Promoted Places on Snap Maps, alongside building our first-ever organic presence on the platform, helped us create meaningful touchpoints that deepened our relevance and generated significant engagement during our most important retail period.”

Foot Locker is among a growing number of retailers using Snapchat’s advertising tools to bridge the gap between online engagement and in-store sales.

According to Snap, brands including Sunglass Hut, Meshki, and Two Svge have also used the platform’s augmented reality and commerce features to drive customer engagement and sales.

• Further reading: Social selling is booming in Australia, PayPal data shows.